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Van Straaten creates visual brand experiences for global brands day in, day out. Flexibility, comfort, sustainability and brand experience are at the core of our business. During EuroShop 2017 I will cover one of these four elements on a daily basis. Today: sustainability.

Our stand of the future at EuroShop 2017 shows that sustainability is not limiting the creation of overwhelming brand experiences. On the contrary, it's a great combination. Take for example the use of aluminium frames and fabrics - instead of wood - for visual branding in stores or at events, our so called 'frames and fabrics' solution. It's sustainable whilst offering limitless possilities for telling brand stories.

We've used the 'frames and fabrics' approach for our stand at Euroshop, measuring 13x6x6 meters. The complete construction fitted in a minivan. After the show, all the frames will be re-used for other purposes. And of course, the sublimation textiles we used meet all environmental requirements. The ‘frames and fabrics’ approach is flexible yet sustainable whilst providing our customers with the opportunity to build impressive brand experiences.

I'm extremely proud that we have been able to set this new standard for sustainable visual branding. The focus on sustainability is not new to us. For many years, sustainability has been at the heart of everything we do, from creating sustainable production process to selecting reusable and environmental friendly materials and ensuring efficient logistics. Last year we installed 750 solar panels on the roof of our production facilities & experience centre, which reduced our energy emissions with fifty percent. Our goal is to be completely CO2-neutral by the year 2020.

Besides the solar panels, we invested in the Rhotex 500, the largest sublimation printer in the world. This printer allows us to offer visual branding solutions with minimal impact to our environment. The sustainability advantages of this printer go beyond 'the right fabrics and inks'. With the Durst Rhotex 500 it's possible to print sublimation textiles up to 500 meters in width which can be folded, without damage. This results in smaller volumes which positively impacts packaging, storage and logistics. 

We even set sustainability goals beyond our own process and materials. As a family business since 1918, we want the future generation to inherit a better, greener planet. We therefore work hard, together with our customers, partners and suppliers, to transform our industry into a sustainable one. That's our aspiration, and that what drives us when working on impressive visual branding. 

Niels van Straaten



"Challenges are what make life interesting and overcoming them is what makes life meaningful."

Joshua J. Marine